Market
Research

The programme equipped Heineken teams with a compact, practical set of market-research principles and hands-on tools they could use immediately on live projects. Through immersive demonstrations and exercises — from heuristics/bias/schema and conscious vs. subconscious decision-making, to interactive priming/implicit-vs-explicit demos, voxpops and a “Getting the best from research” commissioning challenge — participants worked the end-to-end process from deep consumer insight to rigorous research briefs and stimulus design; learning how to turn understanding of the conscious and subconscious into research-led brand building and comms decisions. This highly practical, evidence-led approach built both confidence and capability, ensuring teams could quickly embed new ways of working and deliver measurable commercial and customer impact in day-to-day activity.